Robert Cole, founder of RockCheetah, and Lennert De Jong, the commercial director of citizenM Hotels have joined us in this webinar to discuss how to create a better hotel targeting strategy, and how to reach the growing bleisure (business & leisure) segment.
8. Multi-Persona Travelers
► Every Traveler Has Many Personas
● Business Trip
● Family Vacation
● Romantic Weekend
► Persona is Itinerary-Specific
● Dependent on Party & Destination
► Frequent Traveler ID Insufficient
● Good at Identifying Individual
● Bad at Understanding Intent
Image Credit: Angus Stewart | flickr (cc)
10. Seven Phases of Travel
► Different Needs
● At Different Times
► How is Trip Booked?
● Multiple Steps?
► Who is Paying?
● Split Responsibility?
► Booking Coordination
● May Be Sequential
Image Credit: Robert Cole (All Rights Reserved)
11. Multiple Devices
► Desktop
● Full Browsing Experience
► Tablet
● Typically Mirrors Desktop Behavior
► Smartphone
● Just the Facts
► Future – New User Interfaces
● Wearables – Watches, Glasses and Other Devices
● Connected Car – Totally New Mobile Interface
Image Credit: Google
12. The Bleisure Experience – Mixed Influences
► Personal Goals
● Business
● Leisure
► Others’ Goals
● Employer
● Travel Companions
► Logistics
● Activity Prioritization
● Itinerary Sequence
► It’s All About Relevance
Image Credit: Maciej_ie | flickr (cc)
13. Potential Solutions
► Customization (Explicit)
● Signal Identification
● Find Hints of What Customer Needs
● Adaptive Content
● Provide Images & Content to Satisfy Needs
● Cross-Platform Compatibility
● Complex Trips Longer Harder to Plan – More Sessions
► Personalization (Implicit)
● Big Data Used for Discovery
● Compare An Individual’s Behavior to Others
Image Credit: Sjoerd van Oosten | flickr (cc)
14. Key Takeaways
► Identify Traveler Persona(s)
► Consider Various Personalities
► Adapt to Travel Phase
► Consistent Experience Across Devices
► The Bleisure Experience
● Relevant Content
● Competitive Differentiation
● Compelling Presentation
Image Credit: m. aquila | flickr (cc)
18. see the difference?
to all business people, and leisure people
to all people who travel in a group
to those who belong to an airline crew
or to a small, medium or big corporation
or are in a meeting, incentive or conference,
the average hotel welcomes you all
19. citizenM target audience
is not business or leisure.
wears armani jeans, with a gap t-shirt
drinks champagne but takes the bus home
flies easyjet but spends a few hundred on a
good dinner
cares more about experience than points
20. is business vs leisure not a poor question to ask?
what hotels
should focus on
what hotels
focus on
21. business / leisure is everyone
define an audience and serve them a proposition based on:
- price sensitive/insensitive
- company affiliation
- aspirational brand affiliation
- repeat versus new
- online reputation score (of the guest)
- behaviour
- purpose
23. the aim of a magazine?
1) content
2) relevance
3) SEO
4) branding
5) profiling
24. Key Takeaways
It’s not purpose of trip that counts
Look at it from the guest’s
perspective
Be relevant, interesting and
informative
25. Join us on Thursday September 25th, 11 AM ET (8am PT)
Understand Today’s Travel Shopper: Learning from
Google’s 2014 Traveler Study
Save your spot: webinar.leonardo.com/google
26. The Ultimate Visual Storytelling Solution for
Hotels
VBrochure
BestSTART + + + + +
VScape Media
Publishing
VNetwork Analytics Customer
Success
Online
Players
Mobile
Web
Gallery
Facebook
27. www.leonardo.com
1.877.593.6634
@vfmleonardo
facebook.com/vfmleonardo
Connect with us!
Robert Cole
@citizenlennert
@RobertKCole
Lennert de Jong
www.citizenm.com
robert@rockcheetah.com
citizenlennert@citizenm.com
First of all, the term Bleisure is important because it acknowledges that they are one in the same person. A bleisure traveler is someone who is may be on business, but takes time to visit the sites, go to a movie, or meet up with friends in their visiting city
And of course, vice versa. Leisures will check their email throughout their trip, or hop on a web conference before they go to the beach for the day
And we can thank the evolution of mobile as well as the ubiquity of high speed internet connections for this change in behavior
Before remote connectivity was possible, or in fact easy, it was difficult if not impossible to multi-task
With mobile, it’s easier than ever for vacationers to stay in-touch with their work while on their trip. In fact, 37% of managers expect their employees to check email while on vacation. (Source – Targeting eBook) and 43% of international travelers have also admitted to taking their mobile professional devices with them on holidays or on weekend trips. (Source)
The acknowledgment of the Bleisures’ behavior presents new opportunities for hotels to create visual storytelling that expresses their ability to give travelers what they need while on the go